Global Marketing Managers Sofie Biehle and Karin Jäggi coordinated the multi-channel campaign. Key to its widespread success was the effective implementation of the activities by Nobel Biocare marketing teams around the world. Agency support was provided by Gothenburg-based Sitrus (formerly Citat).

Innovative solution, innovative campaign

According to Sofie, it was the inclusion of an experiential element with virtual reality technology that made the campaign stand out.

“For this campaign we looked for innovative communication tactics that would do justice to the true innovation of our solution. We found this in virtual reality, which is normally used in the gaming industry. We came up with the idea to bring our visitors ‘virtually’ into the operating room of an implant treatment using the complete posterior solution.

“Using a customized filming technique (filming 360° at all times), and pioneering virtual reality technology from Oculus Rift, we could give visitors to our events the feeling of being in the operating room, looking through the eyes of the surgeon.

“With this approach we developed a completely new way of watching a clinical video, which could potentially be used in the future for training and education purposes.”

Dental implant surgery like never before. Above, leading Dutch clinician Tristan Staas wore a specially designed headset to capture a real operation for the virtual reality experience. Below, visitors to Nobel Biocare events could view the surgery as if they were there using an Oculus Rift headset.

A multi-faceted approach

Activity also spanned print and online advertising, web, social media and PR. The campaign saw a break from traditional Nobel Biocare branding conventions with a dark color scheme inspired by space flight.

“Space exploration is intrinsically linked with innovation, so the creative concept worked well” explained Co-project Lead Karin Jäggi. “The dark color scheme was disruptive to attract attention. We wanted this campaign to stand out and, as this recognition from Ragan Communications shows, it worked.”